Nobody goes looking for a platform. They go looking for a solution to a specific problem. The platform is what makes them stay. Most platform websites have this sequence completely backwards.

Most companies know who their best buyer is. They just won't say it on the page because naming one buyer feels like excluding everyone else. It doesn't. It just makes the right one feel found.

You don't need a product marketer to do good product marketing. You need a system — ICP, positioning thesis, one-pager, sales deck, in that order. Here's the minimum viable version.

There's a growing pain that hits B2B SaaS companies between early traction and real scale. The product moves. The messaging doesn't. By the time it's obvious, it's already costing you deals.

Most B2B SaaS companies have a positioning document. It was opened twice since the workshop. Here's the difference between a document and a messaging map your team will actually use.